Presented by:

Shiwali Gupta
 WHAT IS A BRAND?
A brand is a name, term, sign,
symbol, or design, or a
combination of them, intended to
identify the goods or services of
one seller or group of sellers and to
differentiate them from those of
competitors.
 CONTD….
A brand is a product or service
that adds dimensions that
differentiate it in someway from
other product or services designed
to satisfy the same need.
 ROLE OF BRANDS
It identify the source or maker of
a product and allow consumers to
assign responsibility to a particular
manufacturer or distributor.
It also perform valuable functions
for the firm.
It can signals the level of quality.
 CONTD….
It can be seen as a powerful
means to secure a competitive
advantage.
It represents enormously valuable
pieces or legal property that can
influence consumer behavior.
 TYPES OF BRANDING
 National Brand
 Private Brand
 Generic Name Brand
 Generic Goods
 NATIONAL BRAND
Products that carry the name of
the manufacturer

i.e. Maxwell House coffee

i.e. Philadelphia cream cheese
 PRIVATE BRAND
Products that carry the name of
the seller, not the manufacturer

i.e. Master Choice coffee

i.e. IGA cream cheese
 GENERIC NAME BRAND
A brand name over which the original
owner has lost exclusive claim because
all offerings in the associated class of
products have become generally
known by the brand name (usually
that of the first or leading brand in
that product class). TEXT
 CONTD….
 i.e. Xerox is the company
“photocopy” is the generic name,

 - other examples????????
Styrofoam, Jello, Vaseline, Q-tips,
Kleenex
 GENERIC GOODS
 Non-branded products that sell at
discount.
i.e. dish soap, toilet paper,
aluminum foil, etc.
 THE SCOPE OF BRANDING
Branding is endowing products and
services with the power of a brand
It teaches to consumer:
“Who”-the product is-by giving it a
name and using other brand
elements to help identify it
 CONTD….
“What”-the product does and
“Why”-the consumer should care.
 BRAND EQUITY
It is the added value endowed to
products and services.
It is important intangible asset
that has psychological and
financial value to the firm.
CUSTOMER BASED BRAND EQUITY
It can be defined as the
differentiated effect that the brand
knowledge has on consumer
response to the marketing of that
brand.
It is positive if consumer react
more favorably to a product
CONTD….
and the way it is marketed when
the brand is identified as compare
to when it is not .
It is negative if consumer react
less favorably to marketing activity
for the brand under the same
circumstances.
 BRAND KNOWLEDGE
It consists of all the thought,
feelings, images, experiences,
beliefs, and so on that become
associated with the brand.
E.g.-Volvo(safety)
Hallmark(caring) etc….